Introduction to Postcode Surveys
Advertising is so prone to failure, and yet how else can your business reach the public? Publishers are not interested in whether they get results for you. In their mind, a "result" is getting an advertisement in front of a customer. Whether the customer actually sees the advertisement is another question altogether! A question nobody else seems interested in - unless it involves some expensive market research concerning your business' image.
In business the only result that counts is liquid cash because nothing else pays the wages and the bills. Two million viewers who somehow miss or forget your advertisement do not help your business. This is why you need to get your product niche right, you need too get your presentation right, you need to get your delivery right, and you need to get your target market right. There is no point trying to sell petrol to people who do not use combustion engines!
This leaves us with one vital question. How does your advertising campaign affect your sales? You can spend a great deal of money on market research that is largely inaccurate due to a lack of self-knowledge on the part of most people. Alternatively, you can advertise with numerous small scale, small budget campaigns and measure how much this has changed sales figures from the norm. This is usually done on a region by region basis as coverage on a larger scale tends to be more expensive. Smaller campaigns allow different methods to be allocated to different regions once you have established which regions have a similar response to identical advertising methods.
This is why postcode surveys are so important to retail operators. The Australian Postcode Survey is a vital package for retailers who want to get a clear indication of whether their advertising is profitable.